Leadership Effect as a Moderating Variable to the Performance of CRM (UMN Case Study)

Abstract

. By studying the influence of Leadership as a moderating variable in CRM implementation, can be concluded the Effect of Leadership as a Moderating Variable on Performance CRM providing successful implementation results. A study was conducted on CRM at UMN with a population and a sample of CRM users at UMN. The results showed that: Data and Information variables had a positive influence on the CRM performance variables at UMN, with R2 of 0.532; Process variables have a positive influence with R2 of 0.555; Technology variables have a positive influence with R2 of 0.498; The Human Resources variable has a positive influence with R2 of 0.570. Meanwhile, the Leadership variable as a Moderator Variable has increased the R Square for each variable.The results is the variable that has the most decisive influence on CRM performance is the Variable of Human Resources; for this, it needs special attention when implementing CRM.